Organizational Capabilites Development
CRTI makes a clear distinction between developing individual competencies and developing corporate capabilities. Competency development focuses on enhancing the individual’s mindset, skills and toolset. Yet, on their own, highly competent individuals in top-level positions do not ensure high-performance organizations.
Well-developed, finely tuned organizational capabilities require highly competent individuals serving in the right roles, empowered by the right processes and equipped with the right tools. To accomplish this, CRTI takes a three-pronged organizational capabilities development approach:
- Systemic along multiple fronts, including training, strategy guidance, process design and organizational changes.
- Collaborative based on a deeply rooted “trusted advisor” partnership with CRTI and the Kellogg School of Management.
- Programmatic characterized by a long-term commitment to ensure significant organizational change and sustainable, continuous
CRTI designs comprehensive, customized programs that deliver measurable improvements in marketing and innovation capabilities.
- Professional program management, including the design, development, delivery, management and administration of a custom-tailored program
- Consistency of faculty and participant experience with an all-star teaching team drawn from Kellogg’s world-class faculty
- Agile and responsive relationship management, including a single point of contact for scheduling, tracking and measuring performance and ensuring client satisfaction
- Continuous improvement based performance against measurable objectives as well as ongoing analysis and responsiveness to participant feedback
- Deep customization based on your business context and strategic challenges and focused on your most critical issues. CRTI never uses “off-the-shelf” materials.
CRTI at Work
Transforming corporate marketing capabilities
CRTI has collaborated with Microsoft for nearly a decade to create a comprehensive curriculum for advancing the company’s marketing capabilities and processes, touching more than 5,000 executives through virtual and instructor-led education in every continent. In 2009, after demonstrating measurable advancements in marketing efficiencies, “Kellogg on Marketing” was deemed the company’s flagship program. Microsoft’s Thomas Gruver, director of marketing excellence, says, “Kellogg has been instrumental in helping Microsoft take marketing to the next level.”
Improving marketing skills through action learning
Working with senior to officer-level marketers at Nissan, CRTI developed the G-SMART program to help improve marketing skills through action learning. The program combines advanced marketing fundamentals with team projects based on real-time business scenarios and culminates in project presentations to Nissan officers. Initiated at the Nissan training facility in Hakone, Japan, the program has consistently delivered measurable improvements across the field. As an extension of the program, CRTI faculty developed and conducted related, high-level workshops for Nissan’s senior executive team to drive top-down support for the program.